I recently spoke at the Marketing Indaba conference in South Africa on using innovation methodologies and tools to determine and manage brand positioning. I have added speaker notes to several of the slides where you needed a speaker in front of them.

1. USING INNOVATION TO
POSITION BRANDS
PATRICK COLLINGS!
IDEA COUTURE!
MAY 2014

2. By Toni Verdú Carbó
WHAT IS BRAND POSITIONING
INNOVATION & MARKETING
WORKING IN A VUCA ENVIRONMENT
RESEARCH
DESIGN THINKING
DISRUPTIVE INNOVATION
RECAP

3. WHAT IS BRAND POSITIONING?

4. SPEAKER NOTE: A KEY ASPECT OF BRAND POSITIONING IS THE
FUNCTION AND VALUE-ADD THAT THE OFFERING PERFORMS IN THE
MARKET. POSITIONING IS A VITAL STRATEGIC DECISION THAT IMPACTS
ON ALL ASPECTS OF THE BUSINESS. MONTBLANC USED AS AN EXAMPLE.

5. “”MARKETING IS GETTING THE
RIGHT GOODS AND SERVICES
TO THE RIGHT PEOPLE AT THE
RIGHT PLACES AT THE RIGHT
TIME AT THE RIGHT PRICE
WITH THE RIGHT
COMMUNICATIONS AND
PROMOTION”

6. MARKETING IS
OFFERING / COMMUNICATION

8. INNOVATION IS MORE
THAN JUST COMING UP
WITH IDEAS

9. INNOVATION, AT THE HEART
OF BUSINESS STRATEGY, IS
ABOUT GETTING THE RIGHT
OFFERINGS TO MARKET

10. INNOVATION IS
BUSINESS MODELS / OFFERING

11. DISTINCT BUT VERY SIMILAR
SPEAKER NOTE: REFERENCE TO MARKETING AND INNOVATION
WITH POINT THAT IF VERY SIMILAR THEN MARKETING SHOULD
USE INNOVATION METHODOLOGIES AND TOOLS.

12. V U C A
SPEAKER NOTE: VUCA IS AN ACRONYM FOR VOLATILE,
UNCERTAIN, COMPLEX AND AMBIGUOUS SOCIO-
ECONOMIC AND BUSINESS ENVIRONMENTS.

13. SPEAKER NOTE: INDIVIDUALS ARE MORE DIVERSE, TECHNOLOGICALLY-
EMPOWERED AND CONNECTED THAN EVER BEFORE.

14. RESEARCH / OFFERING / CONTEXT
POSITIONING REQUIRES

15. CLASSIC RESEARCH
AWARENESS
UNDERSTANDING
OPINION
RESONANCE

16.
ETHNOGRAPHIC RESEARCH

17. BREAK DOWN THE SILOS, NEAR
AND FAR, AND LOOK FOR
CONVERGENCE AND LESSONS

18. LOOK FOR WEAK SIGNALS

19. Today’s
core
market
Tomorrow’s
market
Adjacent
markets
/
industries
WS
WS
WS WS

20. BRAND-CENTRIC RESEARCH
YIELDS BRAND-CENTERIC
ANSWERS. REAL VALUE
COMES FROM IDENTIFYING
UNMET CONSUMER NEEDS

21. DESIGN THINKING ALLOWS US TO
UNRAVEL COMPLEXITY AND DELIVER
INNOVATIVE OFFERINGS

22. MOVING THROUGH THE
KNOWLEDGE FUNNEL

23. SYSTEMS
THINKING
ETHNOGRAPHIC
RESEARCH
I
I
BUSINESS
MODELLING
I
INNOVATION
THEORIES I AGILE STRATEGIES
MARKETING
VUCA
CHALLENGES
&
OPPORTUNITIES
HEURISTIC
PROCESSES
ALGORITHMIC
EFFICIENCY
A B D U C T I V E
L O G I C
UTILISING MULTIPLE
THEORIES & TOOLS

24. RETURN TO THE
QUESTIONS

25. KEEP RETURNING TO THE
MYSTERIES TO MAKE SURE
THAT YOUR POSITIONING IS
STILL RELEVANT

27. CLAYTON
CHRISTENSEN

28. PERFORMANCE
TIME
Performance
that
consumer
uNlise
or
absorb

29. PERFORMANCE
TIME
Sustaining
InnovaNons

30. PERFORMANCE
TIME
DisrupNve
InnovaNons

31. PERFORMANCE
TIME
SPEAKER NOTE: EXAMPLES OF DISRUPTIVE INNOVATION WHERE
“LESSER” PRODUCTS ARE REPLACING BETTER PERFORMING
PRODUCTS THAT OFFER CONSUMER MORE THAN THEY NEED.

32. PERFORMANCE
TIME
SPEAKER NOTE: THE DISPLACEMENT OF AN ESTABLISHED
OFFERING IS A RECURRING THEME, OFTEN WITH THE
ORIGINALLY DISRUPTIVE OFFERING ITSELF BEING REPLACED.

33. WHEN COMPETITOR SUBSTITUTES
ARE GOOD ENOUGH, YOUR BEST
MAY NOT BE THE BEST

35. image by alice popkorn
POSITIONING A BRAND IN THE MARKET IS
THE STRATEGIC BUSINESS DECISION
THE RELATIONSHIP BETWEEN INNOVATION
AND MARKETING IS SYMBIOTIC
RESEARCH MUST IDENTIFY UNMET
CONSUMER NEEDS NOW AND IN THE FUTURE
DESIGN THINKING TAKES US DOWN THE
KNOWLEDGE FUNNEL, BUT REQUIRES REVISTING
POSITIONING IS RELATIVE TO COMPETITORS’
STRATEGIES

36. / PATRICK COLLINGS!
PCOLLINGS@IDEACOUTURE.COM!
+27 (0)83 616 0967
idea!
couture